Some marketers are complaining that paid search is too expensive, and cost is causing a few to bail out of paid search marketing altogether. That makes especially timely the launch of search marketing company Did-it.com’s new Conversion Index, which compares the performance of search at different publisher segments within Yahoo, Google and MSN.

The index isolates and compares conversion and volume differences between the segments of top search engines’ publisher networks, revealing the relationships between engines’ ad networks—such as Google and Yahoo—and the publishers that syndicate those search results—such as AOL and Ask.com, formerly Ask Jeeves.

But providing data to help drive better returns from paid search isn’t the only reason Did-it is publishing the new index, says vice president of technology Craig Wood. “We do this for our clients and we have been looking at this for a long time,” he says of the new index, which this week released data from its first seven months. “The number of players in the marketplace and having more options with MSN coming on now as a third major engine—it’s all of these factors put together.”

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